Levi's® West Coast, best coast

From: Levi's® Archives - Thursday Jul 02, 2020 09:10 pm

How Levi’s® spread the California lifestyle. Original style never fades.

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How Levi’s® spread the California lifestyle. Original style never fades.

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From The Archives

From The Archives

CALIFORNIA LOVE

It’s finally beach season — even if we’re not actually, you know, going to the beach. For a vicarious trip to the sandy shore, check out these kids from the 1960s, posted up with their surfboards on the West Coast.

They’re all wearing Levi’s® Californians, a line of twill pants designed for casual wear. Levi’s® Californians came in 12 colors — but notably not in our flagship indigo. Levi’s® Californians were marketed for a younger demographic. Everything about these light-washed pants, including this photo, was made to showcase the California lifestyle.

Even today, the West Coast remains more casual than the East Coast — rumors abound that some New Yorkers still wear suits and ties! — but in the ’60s the difference was stark. We have a real letter in our Archives from a mother who was deeply concerned about students wearing “dungarees” to school. Nevertheless, with Levi’s® Californians, we set out to export the Golden State to classrooms throughout the country. We think it worked out just fine.

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